Universal Feed Bag Design

This was both fun and challenging, but this packaging project I did with Middlestate for Kruse’s Perfection is one of my favorite things I’ve ever done. We started this project in early 2022 and did a ridiculous amount of market research for it. We surveyed many feed store owners to understand how consumers purchase and react to Kruse’s value feed, because it normally just got packaged in regular white woven bags and shipped with a sewn-on tag. Not the most attractive solution.

After pitching a lot of color palettes, we settled on “attention grabbing” as our main motivator for picking the color scheme and came up with something vibrant that stood out from everything else on the shelves and the bag just grew from there. We added the blue Universal Scratch Feed bag in mid-2023 and, between both bags, I used only 4 solid colors. This is the first product since my rebrand of House of Pendragon’s core beer line that I’ve done from beginning to end and it’s still one of my favorite things I’ve ever done.

The bag made its market debut at this year’s Super Zoo show at Mandalay Bay in Las Vegas back in August. 🐓